FEATURED STORY //
TUMI at PGA
Luxury, engineered for the course
THE INITIAL BRIEF //
When TUMI secured its partnership as the official luggage partner of the PGA TOUR and LPGA, they weren't just launching a new product line. They needed an experience that could introduce their flagship golf collection to media, buyers, and tour executives with the weight and polish the moment deserved.
The goal was straightforward: build an impactful space that felt like a luxury retail store, designed to meet multiple brand objectives from a busy event venue.
THE CHALLENGE //
Delivering high-end retail quality in a crowded venue.
Venues can be loud, visually cluttered, and fast-paced. TUMI needed an open, upscale space that stood out from the surrounding noise without feeling closed-off or restrictive
A few specific hurdles came with the territory:
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Balancing Finish Quality with Portability: Standard exhibit displays are easy to ship but often look temporary. The booth needed the clean look of luxury retail, built with materials that could withstand a multi-year program, and keep costs low.
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Traffic Flow and Product Placement: The layout had to guide visitors naturally through the collection without creating bottlenecks around popular pieces.
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No Time for On-Site Fixes: With brand leadership and launch partners attending day one, the setup had to be right the first time. There was no time for on-site troubleshooting.
This projected needed one team that could deliver the elevated design vision while taking full accountability for the fabrication and logistical engineering required to make it work.
THE RESULT //
TUMI launched its first full golf collection alongside the official announcement of its PGA TOUR and LPGA partnership. The space functioned exactly as planned: a quiet, high-end environment that drew in media, tournament executives, and key buyers without feeling crowded or chaotic.
The clean sightlines and dedicated display zones gave the sales team an effortless backdrop to walk clients through the product line, while the overall fit and finish established TUMI as a serious player in the luxury golf market from day one.
WHAT HAPPENED NEXT //
Exhibits shouldn't be treated as single-use, disposable builds. Over the next three years, the reusable system served as a flexible platform for TUMI’s ongoing product rollouts at the PGA show.
As market conditions and sales goals shifted over time, we adapted the physical asset architecture. Instead of starting from scratch, we scaled the original design down into a more compact, targeted footprint. This gave TUMI the ability to adjust to evolving sales and customer needs, all while keeping their brand story consistent and protecting their initial investment.